Abstract
Sport has become an important part of people's lives in the 20th century, whether they are practising a particular sport or following sporting events, more or less closely. Today in France, 34 million people 'practice a sport' and 15 million are registered. And in terms of sports spectators, the numbers are even larger, the two biggest audiences on French TV in 2008 were football games. But before we go any further with this overview of the influence in the sports sector, we must stress that 'Sport brands' are of different types. Here, we will focus on producers of sporting goods, sport societies, and sport media. Hence, we will divide this study into three parts, corresponding to each one of these sub-divisions.
